The effectiveness of influencer marketing
Posted: Sat Apr 05, 2025 5:22 am
Buffer social ROI
The majority of marketers find likes, shares and comments the most important when measuring the effectiveness of social media (followed by brand interaction and discussion). Given these responses, it is not surprising that most companies see engagement as the most important ROI ( return on investment ), followed by traffic, leads and sales. Interestingly, most marketers mention elements that fall into the consideration phase. Social media also plays an important role in the awareness phase , where reach is important, for example. This article will help you determine the real ROI of social media.
Although the popularity of Facebook is decreasing , we see that Facebook is still used the most by companies. In order of size: Facebook, Twitter(!), Instagram, LinkedIn and YouTube. Only much lower are Pinterest, WhatsApp, IGTV and Snapchat.
Stories are popular
There are now a billion people worldwide using stories on Facebook-owned channels, not including Snapchat (a bit ironic, since Snapchat introduced the format).
Now that consumers are turning to Stories en masse, it’s also a great way for businesses to connect with their audience. While 34.6 percent of marketers aren’t sure about the effectiveness of Stories, 35 percent say it’s somewhat effective , and 22.6 percent say it’s very effective as part of their social media strategy. Looking for inspiration? Check out this infographic with 30 content ideas for Stories.
Buffer social stories
If we go a step further and look at ads in stories, we see that 62.9 percent have not yet advertised fax lists via Instagram or Facebook Stories. However, 61 percent indicate that they plan to do so in 2019.
Although influencer marketing seems to be maturing in the Netherlands, only 37.2 percent of companies in Buffer's research have worked with influencers. The majority of them (45.2%) call influencer marketing more or less effective for their company. 23 percent call it questionable and another 23 percent say it was very effective. 70 percent call Instagram the most effective channel for influencer marketing, with reach seeming to be the most important, followed by clicks.
Although a fair number of companies are not sure whether it has been effective for them, 88% of companies that use influencer marketing will continue to do so in 2019. However, it should be noted that more than half of the marketers surveyed find the guidelines surrounding influencer marketing unclear (44.8% unclear, 14.8% very unclear).
The majority of marketers find likes, shares and comments the most important when measuring the effectiveness of social media (followed by brand interaction and discussion). Given these responses, it is not surprising that most companies see engagement as the most important ROI ( return on investment ), followed by traffic, leads and sales. Interestingly, most marketers mention elements that fall into the consideration phase. Social media also plays an important role in the awareness phase , where reach is important, for example. This article will help you determine the real ROI of social media.
Although the popularity of Facebook is decreasing , we see that Facebook is still used the most by companies. In order of size: Facebook, Twitter(!), Instagram, LinkedIn and YouTube. Only much lower are Pinterest, WhatsApp, IGTV and Snapchat.
Stories are popular
There are now a billion people worldwide using stories on Facebook-owned channels, not including Snapchat (a bit ironic, since Snapchat introduced the format).
Now that consumers are turning to Stories en masse, it’s also a great way for businesses to connect with their audience. While 34.6 percent of marketers aren’t sure about the effectiveness of Stories, 35 percent say it’s somewhat effective , and 22.6 percent say it’s very effective as part of their social media strategy. Looking for inspiration? Check out this infographic with 30 content ideas for Stories.
Buffer social stories
If we go a step further and look at ads in stories, we see that 62.9 percent have not yet advertised fax lists via Instagram or Facebook Stories. However, 61 percent indicate that they plan to do so in 2019.
Although influencer marketing seems to be maturing in the Netherlands, only 37.2 percent of companies in Buffer's research have worked with influencers. The majority of them (45.2%) call influencer marketing more or less effective for their company. 23 percent call it questionable and another 23 percent say it was very effective. 70 percent call Instagram the most effective channel for influencer marketing, with reach seeming to be the most important, followed by clicks.
Although a fair number of companies are not sure whether it has been effective for them, 88% of companies that use influencer marketing will continue to do so in 2019. However, it should be noted that more than half of the marketers surveyed find the guidelines surrounding influencer marketing unclear (44.8% unclear, 14.8% very unclear).